In 2012, fifth-generation beermaker Nick Shields had an epiphany.

“I was sitting in a dive bar in Westport, Connecticut, and I noticed five patrons ordering vodka sodas, one after the other,” Shields told VICE News. “I realized in that moment that I could create something just as clean, crisp, refreshing and popular as a vodka soda, without the bite of distilled spirits and with lower alcohol content.”

Shortly after, he created the first-ever hard seltzer. His invention filled a giant hole in the beverage industry left by declining beer sales.

As consumers continue to move away from things like sugar and gluten, beer companies are positioning hard seltzer as the “healthy” option by comparison. However, dieticians warn that it’s really not all that different from light beer.

Hard seltzer sales have more than doubled since last year, but the secret to its long-term success isn’t how brands are marketing it, but who they’re marketing it to.

Beer companies realize they can’t survive on frat boys and Homer Simpsons alone and have set their sights on female customers. While women aren’t the only people drinking hard seltzer, few demographics have grown more in the last couple of years than educated women with disposable income and something to drink about.

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46 Comments

Daniel Delgado · September 9, 2018 at 3:02 pm

Ask Kyle Kullinski, from Secular Talk. He's the biggest seltzer sellout. 😂

Don Cannon · September 9, 2018 at 3:02 pm

Just like soda thats why…duh

Inqu'aanate · September 9, 2018 at 3:03 pm

Seltzer is gay.

Wil Jenkem · September 9, 2018 at 3:03 pm

haha i love how i watched an ad before watching an ad

yetanotherRjven · September 9, 2018 at 3:03 pm

Maybe you should ask Remy how Lacroix is pronounced 🤔

MrMason30127 · September 9, 2018 at 3:04 pm

I think it’s just you guys at vice in your office drinking this and laughing with fedoras on

harvey blue · September 9, 2018 at 3:05 pm

fake news

Ijul Dzulfadli · September 9, 2018 at 3:05 pm

But how am i supposed to pronounce La Croix?

Harshil Patel · September 9, 2018 at 3:05 pm

I don't understand.. IT DOESN'T EVEN TASTE GOOD.

PowahSlap Entertainmint · September 9, 2018 at 3:05 pm

I dont even know what seltzer is…

stereomike111 · September 9, 2018 at 3:05 pm

thank you for sharing these important news

JogBird · September 9, 2018 at 3:06 pm

idiots

Queen JKInc. · September 9, 2018 at 3:06 pm

Please tell me who was that luscious white singing about lacroix's🤣🤣🤣🤣🤣🤣

Ego Banana · September 9, 2018 at 3:07 pm

Angry water

Roman DiFranco · September 9, 2018 at 3:08 pm

"THAT SODA AIN'T GOT NO TASTE !"

Angelic Demon · September 9, 2018 at 3:08 pm

Am I the only one who is First time listening about this??

inox127 · September 9, 2018 at 3:10 pm

Gluten free… really ?

John Swan · September 9, 2018 at 3:11 pm

theres no dive bars in Westport Fairfield county got loot

CobyFanboy124 · September 9, 2018 at 3:11 pm

inb4 the kyle kulinski jokes

THECITYHUNTER · September 9, 2018 at 3:12 pm

Blame Kyle Kullinkski

brett · September 9, 2018 at 3:16 pm

Anti seltzer gang assemble! we must purge these heretics and there awful tasting fizzy water!!

divergent thg · September 9, 2018 at 3:17 pm

All about that female again

Killacamfoo O.G. · September 9, 2018 at 3:18 pm

They're degenerate millennial waymen. They seek alcohol to give meaning to life, because they don't have anything else to self affirm which isn't bad for them.

Exu · September 9, 2018 at 3:18 pm

drinks hard pilsen 3rd world style
Wait what is this…Sl..sel…salter?

Rotchild Francois Jr · September 9, 2018 at 3:19 pm

The animations are beautiful in this piece

J Nigel · September 9, 2018 at 3:19 pm

Here in Europe Sparkling Water is the only "drinking water" that we know. So, when I came to the US for the first time and ordered water I immediately returned it to the waitress and asked if she could give me "water for drinking" instead of normal tap water for washing hands. 😁

Drinking normal non-sparkling water feels odd when you've been used to drinking sparkling water your whole life. To me it feels like drinking water from the taps of the bathroom. 😂

Greg B · September 9, 2018 at 3:22 pm

Seltzer schmeltzer 🤮

karthik velly · September 9, 2018 at 3:24 pm

I don't even know what is this.

iloveyouamberappel · September 9, 2018 at 3:28 pm

I have never heard that people are obsessed.
A vodka soda without the Bite(good), lower alcohol content (bad)

Mr 5hadow · September 9, 2018 at 3:31 pm

I've never seen this in my entire life…….. This an actual thing?

connor simpson · September 9, 2018 at 3:36 pm

It's a damn vodka soda in a can

Senura Kaduwela · September 9, 2018 at 3:37 pm

Never heard of this sh!t 🤔

Simon Phoenix · September 9, 2018 at 3:37 pm

doesn't give me hangovers lol

Vicky Mc · September 9, 2018 at 3:38 pm

Is this because you can't trust the water from the bar to be safe?

Cindy Rose · September 9, 2018 at 3:44 pm

Don't know anything about spiked siltzer….

BUT I DO KNOW….

Jesus Christ is returning… Very Soon!

Strix · September 9, 2018 at 3:47 pm

"Why People (in LA) Are So Obsessed With Spiked Seltzer." Fixed it for ya. Wouldn't have ever heard of it if it wasn't for rich e-celebs pushing it. Tried it. It's gross and over-priced. Might be alright with alcohol. No one drinks it that I've met.

† Jæ † · September 9, 2018 at 3:52 pm

Looks like I'm the only one who never heard or tried this

mmmallory33 · September 9, 2018 at 3:53 pm

Most brands of hard seltzer are too expensive for what they are.

Lanae Wells · September 9, 2018 at 3:55 pm

I'm obsssed wth seltzer water smh.

HELLOPITBULLL · September 9, 2018 at 3:59 pm

I can't stress how Not News this is. This might be forced news for someone who has to order the products for a grocery store, or if you're an utter urban douche bag (ie: hipster). Hit the streets and report something worthwhile. PS. – who paid you how much for this infomercial?

Raiden MK · September 9, 2018 at 3:59 pm

The only seltzer I've heard of is Alka Seltzer

Bitcoin Phoenix · September 9, 2018 at 4:01 pm

No idea, it's crap. Drink homemade kombocha instead.

Richard Larson · September 9, 2018 at 4:05 pm

When I see, "gluten free" on a bottle of seltzer, I can't help but think, "So, this is a product for dumb people". Seriously… who thinks gluten would be in seltzer? Have some gluten free water while you're at it!

ares106 · September 9, 2018 at 4:08 pm

I never had that drink.

BlackFox · September 9, 2018 at 4:13 pm

Sponsored by Kyle kulinski, secular talk

Des D · September 9, 2018 at 4:14 pm

This was something I saw when I was in Japan. Not exactly the exact same but similar, many many patrons sipping on highballs (soda water + Japanese whiskey). Massively popular over there.

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